Metrograd lures shoppers down under

Статья в газете "Kyiv Post"

By Vasyl Shchur
Kyiv Post Staff Writer

The city's newest underground mall, is also its largest. Metrograd, home to dozens of stores, restaurants and services, is a sprawling, two‑level subterranean complex that covers the area of four football fields and extends under Chervonoarmiyska from Tolstoho Square to Baseyna.

Metrograd merchants rang up their first sales on Dec. 26, before much of its retail space was occupied. Since then, merchants have started to fill out the mall, leasing space at rates between $45 a square meter and $120 a square meter.

The latest example of the capital's penchant for weatherproof shopping started last March when the Kyiv City Administration awarded excavation and construction contracts in a closed tender. Less than a year later, Metrograd, billed as an "underground city," emerged as the newest addition to the city's central business district.

The mall's managers say that merchants were enthusiastic about the center almost before workers began digging.

"All the space was reserved before construction was finished," said Olena Zys, Metrograd's commercial director. Tenants were selected based upon more than mere ability to pay the lease rates. Zys said that an effort was made to select quality shops, with attention to the plans each had for designing their space.

Metrograd advertising head Olena Syneoka calls Metrograd a family complex, where each family member can find articles of interest. To make it easier for customers to find what they are looking for, the center is laid out in a series of themed blocks.

The mall's gift block, featuring small gift items, souvenirs and flowers, is located near the Tolstoho Square entrance. There are also specialty blocks devoted to clothing, shoes and sporting goods. A children's block offers a variety of items ranging from toys to clothing, baby food and diapers.

Pharmacies, hairdressers and a bank branch are located in the service block, along with a theater box office.

Household goods, including appliances, home furnishings and building materials have their own block as well.

Heavy oak shelves add a library feel to the book block, where shops sell books and magazines.

Despite its size, the mall operator has taken pains to avoid duplication in the goods that shops offer.

"Outlets sharing a block offer different products," Syneoka said. Tenants were selected in such a way that no two would offer the same merchandise, she said.

"Despite relatively high lease rates, we generate a positive cash flow," said Tetyana Kolos, a saleswoman for one shop in the sport block.

Metrograd impressed one shopper as "new, clean and big." Yulia Shtul said that though Metrograd reminded her a little of a market, she found what she wanted and would return.

Construction on the mall's section near Bessarabska is still underway. Mall managers say they hope to open it by the end of March. That section will include a boutique block featuring larger, upscale shops.

One floor below, an entertainment block will include fast‑food restaurants and Kyiv's first Baskin‑Robbins ice cream franchise. Metro‑ grad's unfinished section will be open 24 hours and will include a disco.

A daycare center is also planned for the unfinished section, giving parents a secure area to leave children while they shop.

"We are doing everything we can to bring a world‑class shopping mall to the capital," said Syneoka.

Zys said that he expects the center to draw thousands of cash‑carrying shoppers during the weekends.

Zys said that the mall should return the money invested in it within four years. 

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